教育对于一个国家的发展来说起着至关重要的作用，而民办教育 是解决国家教育需求问题的一种有效途径。民办教育中的培训行业， 是我国民办教育行业中市场化程度比较高的一个部分。和其他产业一 样，在激烈的市场竞争中，各个教育培训企业之间逐渐产生了差距。 面对新的市场变化形势，教育培训企业应该如何发展，成为民办教育 行业中管理实践的一大课题。以MS教育集团为例，通过理论探讨、 调查研究、数据分析的方法，研究民办教育培训机构如何在教育培训 行业的竞争中，寻找合适的发展方向，制订自己的发展战略。同时为 行业内其他企业的发展提供借鉴和参考价值。 MS教育集团是由一家从2003年开始一直在教育培训行业经营, 历经十多年的发展而成为拥有一定规模的中型教育培训企业。通过运 用PEST环境分析、波特五力竞争力模型、SWOT矩阵分析和价值链模 型，从企业发展战略的角度，分析了MS教育集团所处的外部环境和 其自身的内部条件，总结了其优劣势和面临的机遇与威胁，为其设计 并选择了一系列企业发展战略。依据MS教育集团的企业愿景和使命， 为其确定了新的发展目标，并据此为MS教育集团选择运用前向一体 化的发展战略、打造产品开发和市场开发战略、实施相关多元化战略。 在具体实施策略方面，提出了四条策略：第一，MS教育集团应树立 明确的发展思想，提高对于人力资源、知识管理和企业制度的重视程 度；第二，运用前向一体化战略加强对分校的掌控力度，确保教育产 II 品的质量；第三，打造产品开发和市场开发战略，稳固传统市场份额； 第四，应该积极加快创新K-12相关多元化产品的开发，抢占新兴教 育产品市常针对MS教育集团如何确保发展战略顺利实施，提出了 构建有效战略组织结构、建立优秀员工培养体系、优化企业资源配置、 完善企业制度、塑造企业文化等保障措施。 关键词：民办教育；教育培训；发展战略；MS教育集团 III ABSTRACT Education plays an important role in the development of a country, and private education is an effective way to solve the problem of national education demand. The training industry in the private education is a part of the private education industry with a high degree of marketization. Like other industries, in the fierce market competition, there is a gap between various education and training enterprises. Facing the new market situation, how to develop the education and training enterprises has become a major issue in the management practice of the private education industry. Taking MS education group as an example, through theoretical discussion, investigation and data analysis, this paper studies how private education and training institutions find the right development direction and formulate their own development strategy in the competition of education and training industry. At the same time, it provides reference for other enterprises in the industry. MS Education Group has been operating in the education and training industry since 2003. After more than ten years of development, it has become a medium-sized education and training enterprise with a certain scale. By using pest environment analysis, Porter five forces competitiveness model, SWOT matrix analysis and value chain model, from the perspective of enterprise development strategy, this paper analyzes the external environment of MS education group and its own internal conditions, summarizes its advantages and disadvantages, opportunities and threats, and designs and selects a series of enterprise IV development strategies for MS education group. According to the enterprise vision and mission of MS education group, the new development goals are set for MS education group. Based on this, Ms education group chooses to use forward integration development strategy, create product development and market development strategy, and implement related diversified strategies. In terms of specific implementation strategies, four strategies are put forward: first, Ms education group should set up a clear development idea and improve its emphasis on human resources, knowledge management and enterprise system; second, use forward integration strategy to strengthen the control of branch schools and ensure the quality of educational products; third, build product development and market development strategy to stabilize the traditional city Fourth, we should actively accelerate the development of innovative K-12 related diversified products and seize the emerging education product market. In view of how MS education group can ensure the smooth implementation of its development strategy, this paper puts forward some safeguard measures, such as building an effective strategic organizational structure, establishing an excellent staff training system, optimizing the allocation of enterprise resources, improving the enterprise system and shaping the enterprise culture. Key Words:Private education；Education and training；Development strategy；MS Education Group 目 录 摘要 ......................................................................................................... I ABSTRACT .............................................................................................. III 第1章 绪论............................................................................................... 1 1.1 研究背景与意义 ........................................................................... 1 1.1.1 研究背景 .............................................................................. 1 1.1.2 研究意义 .............................................................................. 2 1.2 国内外研究文献综述 ................................................................... 3 1.2.1 有关企业发展战略的研究 .................................................. 3 1.2.2 有关民办教育培训行业发展研究 ...................................... 3 1.3 研究内容与框架 ........................................................................... 5 1.4 研究方法与创新 ........................................................................... 7 1.4.1 研究方法 .............................................................................. 7 1.4.2 研究创新 .............................................................................. 8 第2章 相关概念与理论基础 .................................................................. 9 2.1 相关概念 ....................................................................................... 9 2.1.1 战略管理过程 ...................................................................... 9 2.1.2 战略结构 ............................................................................ 10 2.2 理论基础 ..................................................................................... 13 2.2.1 战略分析基本理论 ............................................................ 13 2.2.2 资源基础理论 .................................................................... 17 2.2.3 核心竞争力理论 ................................................................ 18 第3章 MS教育集团发展战略分析 ...................................................... 19 3.1 MS教育集团外部环境分析 ........................................................ 19 3.1.1 宏观环境分析 .................................................................... 19 3.1.2 行业环境分析 .................................................................... 23 3.2 MS教育集团内部条件分析 ........................................................ 30 3.2.1 MS教育集团概况 ............................................................... 30 3.2.2 MS教育集团资源 ............................................................... 30 3.2.3 MS教育集团组织结构 ....................................................... 32 3.2.4 MS教育集团企业文化 ....................................................... 34 3.2.5 MS教育集团核心竞争力................................................... 35 3.3 MS教育集团SWOT分析 .......................................................... 38 3.3.1 优势与劣势 ........................................................................ 38 3.3.2 机遇与威胁 ........................................................................ 39 3.3.3 SWOT矩阵 ......................................................................... 39 第4章 MS教育集团发展战略设计与选择 ......................................... 43 4.1 MS教育集团的使命及目标 ........................................................ 43 4